Black Urchin Boutique Hotel
2021
Agency - Collective Marketing // Location - Cayman Islands
Role - Creative director
Hotel’s official launch to market
Situated in Bodden Town in the dreamy Cayman Islands, Black Urchin is a 2.5 acre property that boasts its own private beach and quiet oasis away from the chaos of the island. The hotel is geared towards design-forward travellers seeking a high end custom vacation and planned to open its doors in the Fall of 2021.
Market research
Provide a detailed analysis with insights about comparable luxury hotels around the Caribbean and world.
Founder’s workshops
Lead workshops with the hotel founders to understand the story of the property and all of its dreamy magic.
Brand positioning
Develop a formal brand bible for Black Urchin that represents to the effortlessly chic and exclusive nature of the hotel.
Digital strategy
Concoct a thorough strategy, including calendar, for how Black Urchin will launch across key web touchpoints.
Copywriting
Following the new editorial guidelines in the brand bible, adapt copy across all interfaces into the new brand voice.
Social media planning
The goal was to leave Black Urchin’s internal marketing team with a one month bank of content alongside basic ongoing support.
Our six key deliverables
Working in the luxury consumer space is always a fun challenge and because this was the hotel’s launch across all touchpoints - physical and digital, I was able to really immerse myself into the brand voice and ensure it remained consistent anywhere public facing.